Procter & Gamble learns to let go: crowdsourcing and co-creation at the world's biggest marketer

This report focuses on a panel session at the 4A’s annual Transformation conference featuring P&G's Charles Chappell.

Procter & Gamble learns to let go: crowdsourcing and co-creation at the world's biggest marketer

Geoffrey Precourt Warc

Procter & Gamble, the 800-pound gorilla of the marketing industry, had a modest presence at the 2011 4A's annual Transformation conference, with Charles Chappell, Associate Marketing Director/Global Beauty & Grooming/Digital, featured on a crowdsourcing panel.

With digital responsibility for a list of brands as rich and diverse as Gillette, Old Spice, Hugo Boss, Clairol and Pantene, Chappell (pictured) said he was acutely aware of the people who have the most powerful impact on product performance.

"What we're beginning to...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands